What the Online Consumer Review Said in the Hotel Sector from the Perspective of Services Quality

• Main Authors: Fang-Yi Lee, 李芳儀
• Other Authors: Hsiu-Yuan Tsao
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5402010%22.&searchmode=basic

碩士 === 國立中興大學 === 行銷學系所 === 107 === Nowadays, the hospitality industry is facing fierce competition in the market, because consumers'' intention to buy products changes rapidly with the environment, and their preferences become more elusive. So the hotel’s owner is committed to improve its service quality to meet their demand. With the popularity of the Internet and the rise of social platforms, consumers have more and more access to the information of products and the volume of platform’s data increases. In addition, the enterprise''s "customer-oriented" concept advocates that consumers have increasingly strict requirements on the service orientation of the hotel industry. The availability of wireless Internet, the diversity of online payment options, entertainment facilities and even the appearance of hotel interior’s decorations are all important factors for consumers to consider when evaluating their service quality. However, it is not timely enough to use the traditional questionnaire scale to measure the service quality, which is a passive survey, while the comments on the platform are left by consumers spontaneously. In order to have a deeper understanding of their real opinions on various aspects of the hotel, such as the facilities, employee, food and location, we can analyze the online comments of consumers through the sentiment analysis approach. The purpose of this study is to verify that the traditional method of questionnaire and sentiment analysis results are consistent. Therefore, we collect the comments of the research’s participants, using the sentiment analysis system which is based on the Lodging Quality Index(LQI) scale questionnaire, searching synonyms of AFINN emotion dictionary and Thesaurus to establish a keyword database of characteristics to calculate the emotional score, and verify whether it has the same measuring effect as the score of traditional scale. In addition, this study use R language to analyze the word cloud generated by consumer comments. The results show that there is no significant difference between the sentiment analysis method and the traditional scale in the four dimensions of measuring the Tangibility, Reliability, Assurance and Empathy of the hotel service quality, which means these two methods have the same results. The results of word cloud show that consumers of different hotels care about different aspects, and there have the most negative comments in "tangible" aspect.